Pillar 2: Innovation — Reinventing the Way You Run a Video Production Business

What if the biggest threat to your video production business was also the key to unlocking its next chapter?

Innovation is the second pillar of the Iron Man Model. This framework is my response to the massive shifts taking place in the video production industry. These changes are being driven by AI, shifting client expectations, tighter budgets, and a growing appetite for content that is fast, lean, and flexible.

But when I say “innovation,” I’m not referring to Silicon Valley startups or moonshot ideas. I’m talking about grounded, practical changes you can make right now. Small changes that transform your business into something more agile, more profitable, and more enjoyable to run.

Let’s explore what real innovation looks like for video professionals, and how you can begin applying it in your business today.

Why Innovation Is No Longer Optional

The industry is evolving at breakneck speed. AI tools are reshaping editing workflows. Clients are demanding more content with faster turnaround times. Internal marketing teams are building their own media departments. And cheaper competition is arriving with basic gear and a few TikTok tricks.

That may sound threatening. But it is also an opportunity.

In my coaching work, I see this pattern over and over again. The production companies that thrive are not the biggest or most traditional. They are the ones that question assumptions, simplify their process, and adapt to new realities.

Innovation is no longer a luxury. It is a requirement for survival.

The Hidden Danger in “That’s Just How We Do It”

One of the most limiting phrases in any business is “That’s just how we do it.”

I have heard this said about gear choices, crew sizes, pricing, client delivery systems, and more. At one point, these routines may have worked. But when the environment changes, clinging to old ways can quietly sink your business.

I once spoke with a colleague who dismissed the idea of using Sony’s autofocus system. He said it was “amateur hour” and refused to shoot without a crew of three. The irony? His business was barely hanging on.

It was not a question of quality. It was a refusal to evolve. And in a changing industry, that rigidity is dangerous.

Innovation means being willing to look at what you have always done and ask if it still makes sense.

Redefining Success

In the early days of my business, I had a clear picture of success. It involved a warehouse office in an inner-city location, a few edit suites, a studio space, a pool table, and a team of eight full-time specialists. That was the dream.

But as I moved closer to that vision, I realised I did not want the overheads or the stress. I wanted more freedom, more time, and a simpler model that still delivered high-quality work to great clients.

Letting go of that original dream was one of the most innovative moves I made. It created space for a different kind of business. One that is efficient, profitable, and designed to support the life I want to live.

Innovation often begins by redefining what success looks like. Not from the outside, but from your own lived experience.

Start With the Right Questions

Toyota’s “Five Whys” technique became famous for a reason. It helped engineers get to the root cause of any issue by asking “Why?” five times.

You can use the same approach in your video business.

Why do we still send so many emails during a project?
Why do we always use a crew of three, even for simple interviews?
Why do we deliver revisions the same way we did five years ago?

These questions create space for change. You don’t need perfect answers right away. You just need to start asking.

Real Examples of Innovation

Innovation is not always about building something new. Sometimes it is about removing what is no longer necessary.

Here are some examples from my own experience and from the wider industry:

• Simplified editing workflows: Instead of logging every clip individually, I began dragging footage straight onto the timeline. This halved my edit time.

• Systematised client communication: By improving onboarding and setting clearer expectations, we drastically reduced client emails and feedback confusion.

• Smaller crews, smarter gear: Using Sony’s advanced autofocus technology allowed us to shoot high-quality interviews with fewer people. This saved time and money, and made smaller jobs more profitable.

Other companies have gone even further. Visual Domain built a custom client portal that streamlined everything from brief submission to video delivery. That tool became a key part of their offering and added value to the business itself. It was one of the reasons they were eventually acquired.

I know of another company that sent DIY camera kits and training videos to clients. Their clients would film themselves and send the footage back. While I personally don’t love this model, I admire the innovative thinking. They created a new delivery method that fit a specific market.

Another production company pivoted into training internal marketing teams to shoot their own content on phones. Again, it may not suit everyone, but it addressed a rising trend in a smart, practical way.

Innovation is not about copying someone else’s solution. It is about designing one that fits your audience and your goals.

The One Thing That Changed Everything

Around a decade ago, I read The One Thing by Gary Keller. One of its core ideas is the focusing question:
What is the one thing I can do, such that by doing it, everything else becomes easier or unnecessary?

I started applying that question to every part of my business.

• What is the one thing we could do in post-production to save hours every week?

• What is the one thing that would improve the client experience without adding complexity?

• What is the one thing we could eliminate and no one would miss?

This type of thinking helped me streamline workflows, simplify decisions, and reduce stress. It is a powerful tool for any business owner.

When Innovation Feels Like Relief

Many people expect innovation to feel like a big leap. In practice, it often feels like relief.

You find a faster way to get to the same result. You reduce your overheads. You stop overcomplicating the process. You make your business feel lighter and easier to run.

You stop doing things because “that’s just the way we’ve always done them.”

You start doing things because they actually work.

Getting Past Ego

One of the biggest blockers to innovation is ego.

We get attached to our ways of working. We take pride in doing things the “right” way. We build our identity around our gear, our team size, or our role in the process.

But innovation asks for humility. It requires us to admit that some of what we have been doing is no longer the best path forward.

It is not about lowering standards. It is about getting better results, with less friction.

What to Do Next

Start small. Look at one part of your business and ask:

• Is this still working?

• Is this still necessary?

• Could this be simpler?

Then test a new approach. See what happens. If it works, keep it. If it doesn’t, try something else.

This is how innovation happens in the real world. Not in theory, but in motion.

Let the Threats Guide You

Every challenge in the video industry contains a hidden opportunity.

Clients are producing content in-house? You could offer training or consulting.
Budgets are tighter? You could streamline your process and become more profitable.
Content is becoming disposable? You could position yourself as a creative partner who helps clients make the most of their content lifecycle.

Instead of resisting change, use it as a creative prompt. Let it guide your next move.

Final Thoughts

You don’t need to reinvent the industry. You just need to be willing to reinvent parts of your business. Bit by bit. Question by question. Change by change.

That is what innovation really is.

Want Help Putting This Into Practice?

If this blog sparked something for you, and you want help applying it in your business, I offer coaching for video production business owners who are ready to evolve.

We work together to improve your systems, refine your offers, and simplify your business so it runs more smoothly and sustainably.

Visit ryanspanger.com/coaching to learn more and decide if the coaching program is a fit for where you’re headed next.